The reason behind Diptyque’s success

When we talk about interior design, we often forget a fundamental factor that makes a space and the moment in which we live it unique: the fragrance. Unlike the decor and aesthetics of an apartment, the smell is unconsciously linked to memory, and creates a connection that is able to revive sensations that enjoy a short escape from reality, essential in these times. It is precisely this special connection with which the French maison Diptyque has been creating luxury fragrances since 1968 to make the environments (and those who live in them) their best version of themselves. The brand represents the excellence of simple but at the same time enveloping fragrances like Figuier, Baies and Feu de Boise, and in its wide range of fragrances embraces the entire olfactory spectrum. Present in all the houses of designers and celebrities thanks to the clean design and design that echoes to faraway places , the scented candles Diptyque bring with them a unique story that intertwines with the revolution of ’68 and the love for art.

The brand was born from the idea of three friends and former colleagues with a common passion for art and natural sensuality. Christiane Montadre-Gautrot, Yves Coueslant and Desmond Knox-Leet founded the first boutique on Boulevard Saint Germain in Paris in 1961, with the sole purpose doing what they love only being guided by intuition. Having already created precious fabrics and decorations for British fashion houses together, their shop in the typical Parisian neighborhood featured collecting rare pieces of furniture and decor combined with the sensual and luxurious small pleasures such smells and cosmetics. The boutique was a real place full of treasures of immeasurable value to the attentive eye. They weren’t appraised by everyone: a guide to Paris label them “the merchants of nothing”. No other description could be more blind.

In 1963 Diptyque began to associate a perfume with patterns, in 1964 launched three scented candles inspired by the sensations of their decorative motifs. The first perfume, L’Eau, combines the warm smell of spices and the fruity smell of fresh flowers and was genderless, perfectly reflecting the historic moment of its birth, 1968, in a Paris with streets full of young rebels in protest. In the wake of the search for the most eclectic olfactory combinations and the extreme quality of raw materials, Diptyque continues to experiment with fragrances that tell an intimate story linked to a smell and that accompany an olfactory journey full of spectacular landscapes. The permanent fragrances Do Son, L’Ombre dans L’Eau, L’Eau des Sens and Philosykios each tell a piece of the life of those who created them, for a nostalgic dream that smells of experience, and makes the difference.

Like the fragrances designed to be worn, the scents of Diptyque candles have a strong emotional character. Olfactory families created by the house are five, and create sensory spaces on woody, fruity, floral, herbaceous and spicy notes. Figuier and Green Figuier, the candles with the scent of the fig tree, are perfect to give off memories of a Mediterranean holiday; Baies to inspire an alpine spring retreat with the scent of blueberries and flowers; and Tuberouse explodes in a warm wind of sweet fruity notes. All of Diptyque candles can be mixed if lit together to create an interesting olfactory scenario and make every moment a real luxury.

Based on the imperfection of the artistic moment, the captivating lettering of Diptyque logo that characterizes all candles was studied in the first years of the brand launch. Will the graphic lines and the font inspired by Art Nouveau in combo with the glass or the heavenly scent that brings in an extraordinary elsewhere be named to deserve the fame of Diptyque candles everywhere on social media? The answer lies in the preferences of the trendsetters: Beyoncè loves the scent Vanille, Victoria Beckham prefers Gree Figuier and even Lebron James loves them, choosing Baies for his relaxing evenings.

 

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